After its successful launch at AAHAR, Pure Flour from Europe, the campaign managed by ITALMOPA – the Italian Association of Millers – and co-funded by the European Commission to promote exports of soft wheat flours in India and to raise awareness of their high quality, will be showcased in Mumbai at Annapoorna – Anufood, an international trade show to be held from September 14 to 16 at Mumbai Exhibition Centre, Goregaon Mumbai.
At Booth No D28 in Hall 4, representatives from some of the association’s largest producers (including such as Agugiaro & Figna and Molino Caputo) will meet visitors at the event. On offer in the demo area will be pizza, focaccia and bread prepared by chefs Davide Civitiello and Riccardo Scaioli. Chefs may also participate in cooking workshops, scheduled to be held on September 14, 15 and 16, from 1 pm to 3 pm, 12.30 pm to 2.30 pm and 10.30 am to 11.30 am respectively.
Dignitaries at the ITALMOPA launch event in Mumbai
Founded in 1958 and based in Rome, ITALMOPA represents 82 flour-milling companies across Italy. It is focused on using quality grain and a mix of tradition and cutting-edge technology, while adhering to stringent quality standards.
Quality evaluations and safety checks begin with the arrival of the wheat, and continue to the distribution of the flour, controlled and recorded by a computerised traceability system. EU milling involves thousands of tests and cross-checks by independent laboratories.
L to R Manuela Barzan, Project Manager, ITALMOPA, Devna Khanna, Director, i2i Consulting, H.E Alessandro De Masi, Italian Consul General in Mumbai, Vanessa Cinelli, Project coordinator, ITALMOPA
As the association seeks to make even greater inroads into India, the Pure Flour from Europe campaign will stretch out over two more years and will include other consumer and trade events with product demonstrations led by chefs, featuring well-loved Italian foods such as pizza, pasta, pastries, and breads. As part of this effort, the campaign will travel to events such as SIAL India in New Delhi, from December 1 to 3; SIAL India in Mumbai, from May 4 to 6 and AAHAR and SIAL 2023. Educational tours to Italy will be conducted, as well as study visits targeted at importers, distributors and chefs.
“We see a great opportunity in India to increase the export of soft wheat flours from Italy. More than ever before, home cooks and chefs are demanding premium ingredients that are healthy, nutritious and safe,” says ITALMOPA president Emilio Ferrari.
Author journalist Mewati Sitaram with Italian Celebrity Chef Davide Civitiello at Press Meet
It is worth mentioning that The Pure Flour from Europe campaign, an initiative by The Italian Association of Millers, will last three years and include consumer and trade events with product demonstrations led by chefs featuring pizza, pasta, pastries and breads. There will also be social media and advertising campaigns and participation in important trade shows targeting the grocery, food-service and food manufacturing sectors. The initiative will include an educational tour of millers.
Editor in Chief : Mewati SItaram
